Article

The Ipsos Global Trends survey is the largest study of its kind, providing a unique snapshot of the world today. It explores the attitudes and behaviours of over 18,000 consumers and citizens in 23 key countries around the world and with over 400 questions, covers everything from tradition to trust, from brands to business, from society to social media and much, much more.

Our analysis features both ‘Megatrends’ – the known technology, demographic and environmental changes happening now and in the future – alongside eight global master trends. We also share the full data, which shows trends from our 2014 study along with downloads for additional material.

The rise of populism has become a global obsession in the last year, driven by the major upsets in Brexit and Donald Trump’s Presidential election victory, but with echoes in many other countries throughout the world.

Scientists tend to enjoy high levels of public trust, but on the environment, the global public is finely split – 47% agree that “even the scientists don’t really know what they are talking about on environmental issues”, and 44% disagree.

“Most of the threats we face come from the progress we’ve made in science and technology. We are not going to stop making progress, or reverse it, so we must recognise the dangers and control them. I’m an optimist, and I believe we can.” – Stephen Hawking, 2016